A recent patent application from Google describes the way they make use of previous query for influencing the advertisements that pop up during a search.

The patent describes the ways in which the search engine decides the relation between a current and previous query. This is used to determine whether they should encourage ads that support both queries.

The patent clearly describes the way they expand the search query for matching with various advertising keywords. This happens when there is no previous query from the searcher. In such a case, the search engine will look for related words and will perform query broadening.

Ads are shown mostly based on the words which relates to the particular query. This is obtained through getting information through clustering tools and various other systems.

This patent describes how search results could be expanded through a web search. This indicates the instance during which there are no results for any query entered by the user. Google will also look at various overlapping words in those queries which happened during the search, for displaying results to users. Previous queries in this way will relate to the sponsored links which are highlighted on the top of the pages which are shown as results.

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The most recent news for the webmasters around the world is the partnership announced by Google and Hallmark. This was done on 3rd December 2008 for the bridging of the Hallmark programs with the Google TV Ads. This is expected to start by the beginning of 2009 and is expected to allow advertisers to get a reach among the TV audience through their ad programs. 

This partnership as noticed by the Hallmark Channel is a milestone in their journey towards success in advertising. Advertisers will be allowed to access the family friendly programs including entertainments, which cherish audiences throughout holidays, by means of the Google TV ad platform. 

Advertisers will be allowed to take advantage of the various innovative tools and the action based pricing. This will help them to get connected to and attract people from all parts of the globe, through the Hallmark channel. Pay will be done on the basis of the impressions which are generated by the ads and also on the control in which the context will reach their audience. 

The strong family friendly programs and branding done by the Hallmark channel is expected to bring great help to the TV advertisers of Google as well. Hallmark will in turn take advantage of the measurement technology and other innovations from Google.

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Google has always been in the forefront doing something interesting and useful for their users. Their ad sense environment has been expanding with this prime intension targeting at the visitors. 

The most recent development noticed in this empire of Adsense is the expansion aiming at the web based games. Office has been opened with a intension to assist willing developers in this area. They could include video ads and image ads in the online games, thereby making high revenue. 

Developers are given the freedom to place the ads according to their willingness. They can include this before a game, after each level change or after the completion of the game. Filtering options could be included in the games to allow the control of ads by users. 

Around 20 games from Google partners are currently working in this form. If things fall in place and appear favourable for Google, revenue will be generated more easily. Since the number of internet players playing online games is so high, the market is wide and full of scope. The size of the targeted audience hence increases greatly and this is what marketers expect to see in their business. Thus benefit through this strategy is two way – for Google and marketers.

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Google has always been trying to get something different that makes browsing a different experience with their engine. A recent update from their side is the patent the company had obtained on universal search.

As per the new patent, visitors will be able to get search results coming from different categories. This includes various areas such as news, images, ads and web pages, when they type the word for searching. 

There are various advantages of this universal search concept. The most important one is the improved search experience felt by the searchers. They need not have to worry about obtaining results from various categories. 

Before the launch of this patent, users continued to use the default search results, without using the category tab provided by the search engine. This has always limited the chances provided by the company for the users. 

In this new concept, Google maintains different databases for various categories. When a query word comes, the engine searches for relevant information in each of the databases. This will be ranked. This rank is then used for comparison to know the relevance of the information. Finally the data will be shown back to the users. Through such an advanced indexing, users will be able to get details from the most relevant categories, rather than looking for this in the results displayed

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Back in June 2008, Yahoo and Google have planned for an online advertising marriage. This was an attempt initiated by Yahoo as a tactic to keep away from the grasp of Microsoft. 

But as per the latest news from the number 1 and 2 search engines, this marriage is now dead. Even when they walk away from this agreement, Google agrees to the fact that, this association will be beneficial to the parties involved, in online advertising. Yahoo will be able to show more ads for the queries which generate no advertisement in the current scenario. News ads will be highly useful for the users as well as advertisers. This will be valuable for the publishers as well. 

In June, when they decided to have a join venture, they announced that the implementation will be done after four months and by this time, they expected to receive green signal for the launch. After this period, Google is now moving away from Yahoo without trying to face the legal issues. They abandoned the agreement altogether. On the other hand, when Microsoft offered shares to Yahoo in the beginning, they denied this, going after Google.  As per Google, their success lies on what they offer to customers, their products and features.

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